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The Old Spice campaign smells like success - I knew that, which is why I want to marry it - as brandweek reports their numbers are going up.
According to Nielsen, sales of Old Spice Body Wash—the line touted in the Wieden + Kennedy-created campaign—rose 11 percent over the past 12 months and since the effort broke in February, sales seem to be gaining momentum.
Over the past three months, sales jumped 55 percent and in the past month, they rose 107 percent, also per Nielsen.
Not bad! The Old spice campaign stinks no more.
“Since the ‘Smell Like A Man, Man’ campaign broke in February, Old Spice has month-over-month strengthened its market position,” said Norton in an e-mail. He added that Old Spice is now the No. 1 brand of body wash and anti-perspirant/deodorant in both sales and volume with growth in the high single/double digits.
Even Adage agrees the campaign is a rocking success, with some reservations. Gillette body wash has been gaining too, 277% and 3.9 share points.
Before we cork open the champagne and call this concluded I'd like to point to something that Hot Tomali said:
So, for anyone out there with a bad case of creative-phobia, hear this: you cannot measure the ROI of a successful viral campaign in weeks or months.
... basically Wait for it. /LifeOfBrian
Edit I'm blind as a bat in the mornings, AlphaSquirrel points in the comments here to the articles over at Adfreak and Ad contrarian that are weighing in on the backlash against the data. Or backlash against the backlash.